The Constitution’s Marketing
Strategy
The Federalist Papers
Background
• A collection of 85
essays written to
promote the ratification
of the United States
Constitution.
• A 1787 version of a
modern-day public
relations/media
campaign.
Copy of The Federalist Papers
http://www.loc.gov/exhibits/madison/images/vc16.jpg
The Federalist Papers
Background
• Written to educate and influence the
voters of New York and Virginia.
– Both ere split on opinions of the Constitution.
– If either state voted against the Constitution,
other states were sure to follow.
– Combined the efforts of John Jay, James
Madison, and Alexander Hamilton.
• Wanted to explain and defend the Constitution.
• Hamilton wrote 51, Madison 29, and Jay 5.
The Federalist Papers
Key Ideas: Federalism
• Why federalism?
– Did not want an overdominant central
authority (Britain) or
the instability and
disorganization of a
loose alliance (Articles
of Confederation).
Copy of The Federalist Papers
http://cspaf.uchicago.edu/images/images_page/3_essays.jpg
The Federalist Papers
Key Ideas: Federalism
• A new balance and
sharing of power
between the central
government and the
states was possible.
• Had never existed
before in history, so the
Founding Fathers were
trying something
different.
The Federalist Papers
Key Ideas: Federalism
• Survival as a
respected nation
required one thing:
the transfer of
essential, but
limited, powers to the
national government.
Georgia Militia During Rev War
http://gagen.i-found-it.net/continental-army-1.jpg
The Federalist Papers
Key Ideas: Checks and Balances
• First time a government used in its political
literature the ideals of Locke and Montesquieu
as a way of restricting government power
and preventing abuse.
– Use of a bicameral legislature to check the power
of each house.
– Establishment of separate judicial, executive, and
legislative branches.
– Madison stated that “...office should check office.”
The Federalist Papers
Key Ideas: Human Nature and the Purpose of
Government
• Took a realistic view of
human nature.
– Man at his best was
capable of reason, selfdiscipline, and fairness.
– Man is also susceptible to
passion, intolerance, and
greed.
– Government must have the
ability to control the
governed and itself.
Alexander Hamilton
http://www.columbia.edu/cu/alumni/Magazine/images/Fall2002/Hamilton.jpg
The Federalist Papers
Federalist No. 10.
One of the most influential of all the Federalist essays
– Madison wanted to break
the control and violence
caused by political factions.
– Passions or special
interests that are united and
politically active can have
an adverse effect on society
and destroy the will of the
majority.
James Madison
http://www.bartleby.com/124/madison.gif
The Federalist Papers
Federalist No. 10
– Strong political factions can
divide the country along
religious, political, or
economic lines.
– It is the job of the government
to prevent any faction from
imposing its will against that
of the general public.
– Unworthy leaders will have
difficulty winning if the
geographic area for voting
is larger.
James Madison
http://news.mst.edu/images/JamesMadison_f.jpg